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Posts tagged ‘twitter’

Digital trends for luxury brands

In order to maximize sales online, an increasing number of luxury brands are taking a bespoke approach, offering personalized services as well as products exclusively sold online. A research presented by Enora Consulting.

Luxury e-commerce now represents 4-6% of the 200 billion euros in sales of luxury goods in the world, according to different estimates compiled by Enora. Almost nonexistent ten years ago, it grew by 25% per year over three or four years and could remain progression of 20% per annum in the coming years.Today, “the number of brands (luxury) with no site is very low” and “brands are positioned more upscale, less use of the Internet is advanced,” says Enora which points to the fact that a third of luxury online sales in France, today, are made with outlet stocks.

luxury brands

Product customization is one of the most widespread approach on e-commerce by many of the major luxury brands: Louis Vuitton offers personalized online of luggage with ”my monogram”,Ralph Lauren offers customization of their shirts (choice of logo, color, adding initials), Boucheron, customizes rings (choice of stones, shapes, quotes by e-mail), Longchamp is selling on-line a range of bespoke bags made of canvas, while Gucci offers customization of leather goods with the initials of the buyer in gold instead of 2G pattern as well as a collection of sneakers exclusively available for online sale on the Ipad. (more…)

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Burson-Marsteller’s Social Media Check-Up study

Businesses from the Global Fortune 100 are mentioned 10.4 million times a month on social media, mostly on Twitter, according to Burson-Marsteller’s third-annual Social Media Check-Up

This is one of the reasons why Twitter is the most popular social network among these companies, with 82 percent having a Twitter account. And the vast majority aren’t just broadcasting messages—they’re engaging with consumers: 79 percent of corporate accounts attempt to engage on Twitter with retweets and mentions.

YouTube, which is the next most-popular platform, have branded YouTube channels with a percentage of 79%. These YouTube channels average more than 2 million views and about 1,600 subscribers.

Nearly three-quarters of the companies have Facebook pages. The average number of “likes” per page is 152,646. And 93 percent of the Facebook pages are updated weekly. 70 percent of corporate Facebook pages are responding to comments on their walls and timelines.
Meanwhile, 48 percent of the Global Fortune 100 have a Google+ presence, while 25 percent are active on Pinterest. (more…)

“Twiplomacy” study: world leaders are using Twitter

The governments of almost two-thirds of the 193 UN-member countries are present on Twitter, while 45 percent of the 264 accounts analyzed are personal accounts of heads of state and government. Out of these just 30 world leaders tweet themselves and very few on a regular basis, revealed the “Twiplomacy” study, which is described by the PR firm Burson-Marsteller as the first-ever global study of world leaders on Twitter. (more…)

Burberry’s 1.000.000 followers on Twitter celebration

The @Burberry account, which now has 1,039,720 followers and rising, has bought the #thanksamillion promoted tweet and is replying to the many congratulations it is receiving today directly.

It is a great idea that is really well executed and they are turning the thank you notes around very quickly.  Brand Republic sent its a  few minutes later we got this back.

This all underscores the change at Burberry, which ten years ago was a brand in trouble. Today the story is very different. Much of the innovation has come under Christopher Bailey, the brand’s chief creative officer.

Bailey has said that he believes the company is now “as much a media-content company as a design company”. That shows a sharp recognition of what it means to be a modern brand and how success is as much in the places where it exists as its clothes.

This has led to a string of digital innovations. Notable among these has been Burberry’s Tweetwalk which saw it partner 

with Twitter to post backstage Twitpics of every look before they were sent down the runway.

This allowed the brand’s Twitter followers to see its runway looks in advance of fashonistas in the front row. A great little innovation.

It also allowed Mike Kus, the most-followed Instagram user in the UK, to take over its Instagram account during the Tweetwalk extending that democratisation of the fashion world a little further.

Via

Better tomorrow,

PR Pret-a-Porter.

How to Get More Clicks on Twitter

Most memorable tweets of 2011

Source: Mashable

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PR Pret-a-Porter.

Hashtags and business

Are you Twitter friendly ?

A hashtag, according to Twitter, is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorize messages.

We use hashtags during our trips for the same reasons that you should consider using them for your business. Think about using hashtags for your company. Here are some reasons to backup your efforts.

1. Track conversations

A hashtag is an amazingly simple way to search through all the posts that have been generated using a particular hashtag. We like to hashtag our posts, check-ins, and pictures that we’ve posted while traveling to retrace our steps and places visited. It’s a great way for an organization to stay tuned in to what people are saying about you, as long as their using the hashtag you’re tracking.

2. Archive posts

The last few trips we’ve taken I’ve used either Twapper Keeper or Storify to save all the posts for future reference. If your diligent with your hashtag you can consistently go back to one of these sites to save your conversations. Helpful for those of you who are monitoring what people are saying about your brand and not using a paid service to do so.

3. Host a chat around a hashtag

Yes, you can host Twitter chats using a hashtag. It’s simple really.

Post your questions and conversations as you normally would, but include your hashtag in all those posts. Encourage your followers to save the hashtag search in their Twitter client. This will allow them to easily follow along and engage. Jumping into a Twitter chat is a great way to find and follow people who are talking about similar interests. As you engage and interact in these chats, you’ll also find that your follower count will begin to increase.

4. Simple Searching

A hashtag was created to categorize Tweets. To categorize something is to group it. You can find items when they’re grouped together. See how that works? Your brand, your product, your church series or even your event should be hashtagged. It allows others to search what people are saying about you, it allows you to track, and others to jump in the conversation. It all comes back full circle with the hashtag!

5. For the Fun of it

Some might say the hashtag is being abused by people hashtagging random thoughts or full sentences. I don’t think there is anything wrong with it.

The #sarcasm hashtag gets used quite a bit, even when it doesn’t need to be. The #IJustUsedAHashtagBecauseItsARandomThought Hashtag gets used quite a bit as well. It’s ok. Use them up, I don’t think those hashtags are going to be used for true searches anyway. Social media should be about the fun, so if you enjoy a  128 character hashtag’s, go for it. Just don’t expect us to try and read it!

To own a hashtag is to own a conversation, to follow that conversation, engage in that conversation, and to keep that conversation. When you own and monitor a conversation, the discoveries you can make about your community are priceless.

Source: Social Fresh

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PR Pret-a-Porter.

5 Brands in Social Media

Mashable revealed 5 stories of brands in social media after they spoke with the online creators of these brands. Take a look, maybe someday you would be some of them.

Source: Mashable

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PR Pret-a-Porter.

Tweets to share with your followers

The PR Daily published yesterday this list of tweets to share with your followers. Check it :

1. Identify a hashtag you are following for the day and why (or list a few that you think are worth a look).

2. Discovered a new app or tool that’s useful? Provide a brief description and share the direct link.

3. A link to a Wikipedia entry from your niche can be very useful—especially if it’s been updated.

4. Link to someone’s Twitter favorites; they are usually full of hidden treasures for you and your followers.

5. Spotted a glitch or alteration to a platform you’re using? Let people know what it is and how to address it.

6. A specific conversation or thread might be happening, highlight and link to it.

7. Some great discussion might be being made around a Facebook post, highlight it and link.

8. A link to a transcript from a Twitter chat; these are usually packed full of useful insights. Maybe highlight one key point.

9. Been given some invites to a new edition of a platform? Share them.

10. A link to a poll taking place that might stimulate some thought and encourage interaction.

11. Introduce two people that you think might hit it off : “@TomA meet @TomB, you guys have loads in common …”

12. A link featuring a special offer or product that might be of interest or add value to your community.

13. A link to a YouTube video of interest to your niche.

14. A link to an example of a good “terms of use” page on a blog you’ve visited.

15. A link to a directory of blogs from your niche (or a great blog roll).

16. A link to a Twitter list you think is worth following and why.

17. A link to a news aggregator and a brief explanation as to why it is useful.

18. Spotted a Flickr gallery or group being used in an interesting way? That’s worth a share.

19. A link to a place or directory where your followers’ blogs can be featured, adding great vale to them.

20. Interesting Twitter accounts are always worth sharing.

21. Identify an event that’s coming up and possibly of interest to your community; link to the details.

22. A link to something light. For instance, @jeffespo does it beautifully with his “cartoon to start the day” tweets.

23. Spotted a contentious issue developing? Create your own poll and encourage people to vote.

24. If you’ve discovered an interesting special on Foursquare, share it via Twitter.

25. Pull an interesting quote or stat out of a news item and feature that (as opposed to the prescribed headline and piece).

26. Link directly to an interesting presentation on Slideshare.net.

27. Specific pages on blogs and websites can sometimes reveal more than the daily live content, share interesting examples of those, for example, an About Us page or privacy page.

28. Google Chrome extensions always make life easier. Started using a good one? Share it.

29. Explain why someone should follow a particular blog or author, as opposed to just linking to individual posts with no context.

30. If you’re heading to an event, share the #hashtag and link to that event before, during, and after.

31. Sometimes a link to a robust and engaged Facebook community page is worth sharing.

32. A link to a good (or bad) example of online customer service, for instance, a Twitter complaint response.

33. Go back in time. Great, timeless content is always worth a share—even if it has a 2007 date on it.

34. Use TwitPic (or similar sites) differently. Take and share shots of use or value, not just pictures of the beach while you are on holidays.

35. Have you just joined a new community? Let people know where they can find you with a tweet that includes a link and username.

36. Share a screen grab of interest (especially controversial tweets that might be deleted). Find tools to help make this easier here.

37. Link to a relevant podcast.

38. Sometimes basic, but useful websites are launched—like this one. Link to them.

39. Figured out a short cut or easy way of doing something. Identify it and share.

40. This article.

Source: PR Daily

 

Better tomorrow,

PR Pret-a-Porter.

 

 

Twitter History

Source: Mashable.com

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PR Pret-a-Porter.

Customize Twitter Profile Picture

I’m sure everyone landing on my blog is a Twitter user also. You probably noticed that Twitter improved with a service that have an image gallery feature that displays recent photos that you’ve shared or retweeted from other users.

Some of the social media users put up a video where it is presented how creative can you be using this new feature. Thank you, Jeremiah Warren.

Better tomorrow,

PR Pret-a-Porter.

Social media: limit or limitless ?

As company, do you need one Facebook account connected with one Twitter account or you need more? Maybe two, three, four ? How much is too much asks David Rogers in Bnet.

What’s his answer?

By now, most businesses know they should have a presence on Facebook or Twitter. But the more digitally-savvy businesses often ask, How many? Should you have only one Facebook page? Or multiple ones?

While some brands, like JetBlue, are represented by a single corporate Facebook page and a single Twitter account, other brands, like Dell, seem to sprout new Twitter accounts and Facebook pages every day, one for every department or division. Does this make them more efficient? When is it too much–or too little?

Unfortunately, there isn’t a simple one-size-fits-all answer. The best approach depends on your business, customers, brands and overall media strategy.

When One Voice Is Best

The benefits of a single, unified presence on a given social media platform are clear. A single account makes it easier to build a sizable audience. It may help focus your social media efforts (especially if you are a small or medium-sized business). It will provide a clear presence for your brand, and will avoid confusion among your customers about where to go to find you online.

When You May Want to Manage Multiple Accounts

However, there are many cases why multiple voices may be more effective for achieving a business’ social media goals.

Following are 7 reasons why a business may do better with multiple accounts:

1. Different Business Units. Many larger companies are structured around distinct business units that serve customers with different needs. In these cases, it can be much more valuable to the customer to follow or connect with a social media presence that is specific to their own needs. Dell, for example, has separate Twitter or Facebook accounts for its enterprise (@dellenterprise), education (@dellEDU), and small business (@dellSMBnews) operating units. That way each account can provide content and interaction that is more relevant to the right customers. SimilarlyGE has separate accounts for GE capital, water, aviation, appliances, and lighting. And at Columbia University, where I teach, there are separate accounts for the Schools of Journalism, Law, and Business.

2. Different Geography & Languages. Businesses operating in different countries may find a need for distinct social media accounts, especially to suit different languages of customers there. Dell has separate Facebook pages for India, Thailand, and Malaysia, among others. The Johnnie Walker spirits brand has a single master Facebook page that links to 32 international Facebook pages, allowing for content that is customized and in the local language: Mexico (Spanish), Brasil (Portuguese), Israel (Hebrew), and others.

3. Different Content Topics. Media companies and other idea-focused businesses that are producing a great deal of content for their customers may want to set up different social media accounts around different topics, so that customers can select those which are most relevant to them. The New York Timesruns numerous Twitter and Facebook accounts that spotlight the content of its various sections: Politics, Science, Travel, Food, Music, or even the Crossword Puzzle. Similarly, a university may set up separate accounts focused on atheletics, arts events, career placement, or even specific events or conferences.

4. Different Local Branches. Some businesses that have a brick-and-mortar retail presence may benefit from separate social media accounts for local branches. Whole Foods combines an overall corporate presence in social media with numerous accounts for individual branches (from Detroit and Chicago, to my hometown market in Montclair, NJ). This allows customers to get localized information about events, store news, and special deals happening at their own branch.

5. Different Social Media Strategies. Separate accounts can also be valuable when a business is trying to use the same social media platform for different strategic aims. Comcast uses one Twitter account as a customer service channel, and another one to share information on its community investment program. GE’s @GEreports provides news on technical innovations to its investor community, whereas accounts like @GEresearchjobs focus on hiring. Dell has run a very successful standalone Twitter account focused on sales of discounted inventory, @delloutlet.

6. Unique Voices within the Company. For companies with social media-savvy employees, and a great many customers seeking to interact online, it is sometimes beneficial to add personal corporate accounts in social media. These are accounts that are named by the company, but identified by a particular employee (from Zappos’s CEO Tony Hsieh, to customer service specialist @ComcastBill).

7. Unique Sub-Brands with Strong Personalities. If a company’s product brands, or sub-brands, have a strong enough personality of their own, customers may be more interested in connecting with them in social media, than with the corporate master brand. (Would you sooner “like” the Dove brand, or its parent Unilever corp?) Chevrolet has its own accounts on Twitter and Facebook, but also maintains accounts for Chevy Trucks, Chevy Camaro, Corvette, and the new all-electric Chevy Volt. The typical customer for Chevy Trucks and the Volt are likely quite different.

Making Sense to Your Customer

In essence, the decision of one or many voices within social media comes down to an understanding of your brand architecture (are you seen as one company? Or a collection of exciting brands?), and of your customer base (is it relatively homogeneous? Or do you have distinct networks of customers, which don’t overlap very much?).

If you do have good reason to establish separate social media accounts, and the resources to support them, make sure you keep them clear for your customer. The goal should be to avoid confusion, while allowing for more relevant and meaningful interactions with customers that build long term relationships and add value to your business.

 

Better tomorrow,

PR Pret-a-Porter.

How to sell social media

An image that makes more than 1000 words. Excellent via Johnatan Rick.

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PR Pret-a-Porter.

Crisis management: Toyota case

Today I found an interesting case study about crisis management: Toyota. Mashable is presenting the facts and the story of Toyota via social media:

In January 2010, Toyota faced a nightmare situation for any brand, but particularly for one that staked its reputation on safety and quality: The company had to recall 2.3 million vehicles because of faulty accelerator pedals.

Suddenly, Toyota was trending on Google and Twitter on a daily basis, but for all the wrong reasons. Auto brands had faced similar crises before — Audi in particular grappled with a gas accelerator recall in the 1980s — but none had done so under the 24/7 scrutiny of social media.

But Kimberley Gardiner, Toyota’s national digital marketing and social media manager, saw an opportunity as well.

“Right away, we were seeing a lot of conversation and getting a lot of people who were using social media to reach out to us,” she says. “We didn’t have a lot of answers at the beginning.”

Toyota’s social media team, which was only a few months old at the time, decided to address the situation head on, but in a novel way: via Digg.

Before Digg’s disastrous Version 4 hit in August 2010, the site had a lot more social media influence. Recall that in 2009, Digg’s traffic ranged from 37 million to 44 million unique visitors each month. Plus, the site had outsize influence on Google News searches. At the time, it seemed like the best place for Toyota to get its message across.

On February 8, Toyota served up Jim Lentz, president of Toyota’s North American sales operation, to the masses in the form of a Digg Dialogg. In many ways, the appearance was a stroke of genius. For one thing, Lentz didn’t actually appear on Digg, but on a dedicated video site. The questions, which were voted on by fans (the ones with the most votes rose to the top) also wound up being pretty softball. “They were mostly general questions, like ‘What kind of car does Mr. Lentz drive?’” says Florence Drakton, social media manager. (“That’s a great question,” a clearly relieved Lentz answers.) Lentz’s interview, which ran 28 minutes, is still available on YouTube:

It was hard to beat the reach Toyota got from the appearance. Within a week, the Dialogg had received 1.2 million views. “Probably the biggest indicator of interest was there were 3,200 questions,” says Drakton. “Only celebrities have gotten that much.” In addition to reaching a fairly big audience, the Dialogg gave Toyota theappearance of achieving social media branding nirvana: Transparency. Though there were other factors at play, like news fatigue, researcher YouGov’s BrandIndex, which polls 5,000 Internet users daily, saw a bottoming out around the time of the Dialogg. Note: YouGov’s scores are based on consumers’ perception of the brand. A positive is +100 and negative is -100.

The best news for Toyota, though, is the company’s brand perception among those in the market for a car within the next six months is high. In YouGov’s most recent survey, Toyota was second only to Honda among that audience; the brand had leapfrogged Ford sometime in August.

Looking back, Gardiner says although the Digg Dialoggs (there were two more in July and August of 2010) were successful, if the same thing happened today, she’d probably use a TweetChat on Twitter instead. In fact, the medium is a favorite of Toyota’s, which has held several such chats in the last few months. Facebook, Gardiner says, is a great way to reach out to Toyota owners, but Twitter addresses those consumers who might be skeptical about the brand.

The choice of the exact form of social media may be beside the point, though. Like Dell, which became a social media poster child after its Dell Hell debacle, Toyota’s recall situation forced the company to embrace social media. “Toyota is an organization that is not used to being on camera and in the spotlight,” Gardiner says. “It was new to many people in the organization. It’s not something you plan for. We’re learning as we go.”

Better tomorrow,

PR Pret-a-Porter.

 

What about @irene ?

Everyone knows about Irene. No, it is not a beautiful lady, it is just another hurricane which stroke America. And, of course, Irene is social media friendly, as most of us nowadays. What is really impressing is the fact that not only the hurricane itself posts news and updates, but also authorities and news agencies.  

Twitter hashtags #irene and #hurricane kept everyone on the Eastern Seaboard informed over the weekend on the storm’s movement and the damage it left in its wake. Throughout Sunday, when the storm marched through New York and New Jersey, #Irene tweets came in nearly every second. 

News stations used #irene to pour out news updates and hurricane coverage scheduling. New Jersey Gov. Chris Christie tweeted Sunday to stay indoors, also offering links to news conferences. 

As the storm hit New York City, Mayor Mayor Micheal Bloomberg offered some edicts, and words of encouragement, via Twitter: 

Sunday, 4 a.m.: RT @NYCMayorsOffice: We are in the midst of the most dangerous period of the storm, so for your safety, continue to remain indoors. #Irene

Saturday, 11 p.m.: Please stay where you are until the storm is over. Look out for one another. We will update you tomorrow morning. #Irene

Saturday, 11 p.m.: It doesn’t matter if you’re in a shelter tonight, or in your home, or staying with friends or family. We’re all in this together. #Irene  

A Facebook community page called Hurricane Irene was established on Aug. 21, when Irene was officially given a name. At the time it was a tropical storm. Leading into Monday morning, the page had grown to 20,000 “likes” and featured hundreds of comments, videos and photos. The Facebook Hurricane Irene “interest” page logged nearly 100,000 “likes.” 

One company, Clean Pro Restoration, used the forum to solicit business — ‎”…….FLOODED??? WATER DAMAGE?? STORM DAMAGE? CALL TODAY” — drawing an immediate backlash from the page’s contributors. The comment was removed. The company’s anemic website offers no information about where the company is located or who runs it. 

Social media also served as an outlet for some to complain about nonstop media coverage of the storm. One New Jersey Facebook poster said:

“Is it wrong to opine that if Hurricane Irene doesn’t level the Statue of Liberty, kill me and allow my wife to cash her $1 million life insurance lotto ticket, or turn Princeton New Jersey into Tripoli, it’ll all be a letdown for the masses minions and television anchors and reporters?” 

Another Tweet said: “Hurricane Irene is Category 1. CNN hype is Category 4.” 

Source: PR Daily.

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PR Pret-a-Porter.

 

 

 

 

 

 

 

 

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